Web page customization based on expertise level of a user

ABSTRACT

A Web site, through the use of a Rules Engine, determines an expertise level of a User for one or more topics on a Web page. The Rules Engine may analyze User related data, such as the search term used by the User to find the Web site, the past products purchased by the User, the path through the Web site taken by the User, the usage history by the User on the Web site, the demographics of the User and/or the self declared expertise level of the User, to determine an expertise level of the User for the topics on the Web page. A Display Engine may customize a Web page based on the expertise levels of a User so that topics on the Web page are presented in a manner most appropriate for the User. An Email Engine may be used to customize emails to the User so that topics in the email are presented in manner most appropriate for the User. A Support Entity Engine may also be used to route an incoming support inquiries from a User to an appropriate technical support person for the User.

CROSS REFERENCE TO RELATED PATENT APPLICATIONS

This patent application is related to the following patent applicationconcurrently filed herewith, also assigned to The Go Daddy Group, Inc:

U.S. patent application Ser. No. ______, “WEB PAGE CUSTOMIZATION BASEDON SEARCH ENGINE SEARCH TERM”; and

U.S. patent application Ser. No. ______, “EMAIL AND SUPPORT ENTITYROUTING SYSTEM BASED ON EXPERTISE LEVEL OF A USER”.

FIELD OF THE INVENTION

The present invention relates to methods for determining one or moreexpertise levels of a User for one or more topics on a Web page, andcustomizing the Web page, an email or a routing system for a customerservice center call according to the expertise level of the User for therelevant topic.

BACKGROUND OF THE INVENTION

The Internet is a worldwide network of computers and computer networksarranged to allow for the easy and robust exchange of information ortopics between the users of the computers. Hundreds of millions ofpeople around the world have access to computers connected to theInternet via one of the hundreds of Internet Service Providers (ISPs).Content providers may place multimedia information, i.e. graphics andsounds, and other forms of data on servers located at specific locationson the Internet. The information on a server may be accessed over theInternet by a User in order to retrieve the information. A clientapplication, such as a browser or a smart client, may be used by theUser to transmit and receive information from the server. Theinformation may be communicated to the User in any desired format, butis often presented to the User in the form of a Web page.

A Web site may have a front end, i.e. Web pages, and a back end, thehardware and software necessary for the Web site to communicate over theInternet. The hardware will typically include a server (a single servermay actually support a large number of Web sites) and a communicationpath between the Web site and the Internet. The software will typicallyinclude the software packages necessary to perform the desired functionsof the Web site. The software allows for fast analysis of data and theautomated performance of the desired functions on the Web site. Websites may perform complicated functions and data manipulations for alarge number of Users all substantially simultaneously.

Each Web site may include one or more Web pages. Web pages may becreated using HyperText Markup Language (HTML) to generate a standardset of tags that define how the Web page will be displayed. Users of theInternet may access content providers' Web sites using a softwarepackage known as a browser, such as MICROSOFT INTERNET EXPLORER orNETSCAPE NA VIGATOR. After the browser has located a desired Web site,the browser requests and receives data regarding one of the Web pagesfrom the Web site, typically in the form of an HTML document. Thebrowser will then display the Web page's content for the User on theUser's computer. The User may thereafter view other Web pages on thesame Web site or move to an entirely different Web site using thebrowser.

Some conventional Web sites allow Users to make modifications to the Website's appearance. For example, some conventional Web sites allow Usersto select a color scheme for the Web site or even select certain defaultsettings on the Web site according to preferences selected by the User.Conventional Web sites may also allow some Users to skip Web pages withpreviously viewed/already known information while also allowing Users toview other Web pages with additional information, such as a commonlyused frequently asked questions (FAQs) Web page. In addition, someconventional Web sites allow Users to select a topic in order to receiveadditional or more detailed information regarding the topic.

Applicants have noticed that problems still exist for Users accessinginformation from a Web page. While Users may select particular Web pagesand Web page topics for information, the presentation of the informationon any given Web page is at a fixed expertise level. Expertise levelsmay vary from Web site to Web site or even Web page to Web page, but theexpertise level for any given Web page is fixed for every User thatviews that Web page. In other words, every User that selects a Web pagewill receive content from the Web page at the same expertise level asevery other User that selects that Web page.

Conventional Web pages do not present topics to individual Users basedon the User's expertise level. While some Web pages may be directedtowards novices (or even children) and other Web pages may be directedtowards experts in the field, every conventional Web page presents theirtopics to Users at a fixed expertise level. While a “novice” expertiselevel Web page and an “expert” expertise level Web page may exist on thesame Web site, Web pages do not change expertise levels based on theexpertise levels of their Users. The result is that Users often receiveinformation that is either too advanced for them to fully understand ortoo simple and does not add to their understanding of the topic beingpresented.

The problem is further compounded when multiple topics are presented onthe same Web page. Any given User may, for example, be an expert on onetopic while being a novice on another topic, even for topics presentedon the same Web page. Conventional Web pages typically present theinformation for all their topics at the same expertise level therebyvirtually insuring a mismatch for Users having different levels ofexpertise for different topics on the same Web page.

Many Web sites find it advantageous to send emails to their Users, whoare often their Customers. Conventional Web sites transmit emails totheir Users at a fixed expertise level, assuming that not only do alltheir Users have the same expertise level, but that all their expertiselevels is about at the same expertise level as the expertise level ofthe email. These are both almost always faulty assumptions. Users of Websites typically have a broad range of expertise levels for the topicspresented in the emails, thus guarantying that at least some of theUsers will not receive emails created with an expertise levelappropriate for the User's expertise level. The problem is furthercompounded for emails that have more than one topic in which Users mayhave different expertise levels for each of the topics.

Some conventional Web sites, typically for those running a business,have an associated call center for answering their Users' questionsregarding the Web site's services and/or products. The call centersreceive incoming calls from their Users and route each User to atechnical support person to assists the User. Applicants have noticedthat not all Users and not all technical support persons have the sameexpertise level (of course, technical support persons on averagetypically have a higher expertise level than the Users) for all of theservices and products offered by the Web site. The Users commonly have abroad range of expertise levels amongst themselves for each of thedifferent services and products offered by the Web site. Likewise,technical support persons have different expertise levels for differentservices and products offered by the Web site. The failure of the callcenter to consider the expertise level of the User when routing theUser's call to a technical support person often results in the technicalsupport person either talking above the expertise level of the User orthe technical support person being unable to answer or address moreadvanced issue that a higher expertise level User may have.

Thus, there is a need for a Web site to match the presentation of eachtopic on its Web page based on the expertise level for the User'sexpertise level for each topic. There is also a need to transmitcustomized emails to the Users of a Web site so that the expertise levelof each email corresponds to the expertise level of the User receivingthe email. There is also a need to route a User calling a customerservice center to a technical support person that has an expertise levelappropriate for the expertise level of the User.

SUMMARY OF THE INVENTION

The present invention addresses these needs by providing improvedmethods for designing and customizing a Web page, email and routingsystem for a call center based on the User's expertise level for thetopic(s) in the Web page, email and service call.

In one embodiment of the invention, a method is disclosed for a clientapplication to receive customized information from a server. In thisembodiment, a User uses a client application to select information froma server, wherein the information has at least a first topic. The serveridentifies a first expertise level of the User for the first topic. Theserver customizes the format of the information based on the firstexpertise level of the User for the first topic. Finally, the servertransmits the customized information to the client application. Theserver and the client application may communicate with each other overany communication network, such as, but not limited to, wirelesstelephone networks, the Internet or a combination of communicationnetworks. The transmitted information may include more than a firsttopic and an expertise level for the additional topic(s) may also befound and used to customize the information transmitted to the clientapplication.

In another embodiment of the invention, a method is disclosed forcustomizing a Web page in a Web site based on a User's expertise level.In this embodiment, a User selects to view a Web page, on a Web site,having a first topic and a second topic. The Web site identifies a firstexpertise level of the User for the first topic and, preferably, alsofor the second topic. The Web site designs and customizes the Web pageusing the first expertise level of the User for the first topic, and,preferably, also for the expertise level of the User for the secondtopic. The Web site may then display the customized Web page to theUser. As a further improvement, additional topics and expertise levelsof the User for those topics may be found and used during thecustomization process of the Web page for the User.

In another embodiment of the invention, a method is disclosed forcustomizing a Web page in a Web site based on a User's expertise level.In this embodiment, a User selects to view a Web page, in a Web site,having a first topic and a second topic. The Web site identifies anexpertise level of the User for the first topic. Finally, the Web siteselects a product to display for the User to purchase based on theexpertise level of the User for the first topic. Further improvements tothis embodiment may be made by determining the expertise level of theUser for more than just the first topic.

In another embodiment of the invention, a method is disclosed forcustomizing a Web page based on a User's dynamic expertise level. Inthis embodiment, a User selects to view a Web page, on a Web site,having a topic. The Web site identifies an expertise level of the Userfor the topic at a first time. The Web site customizes and displays theWeb page to the User based on the expertise level of the User for thetopic at the first time. The User selects to view the Web page at a timeafter the first time. The Web site identifies a subsequent expertiselevel of the User for the topic at the second time. The Web sitecustomizes and displays the Web page to the User based on the subsequentexpertise level. Further improvements may be made to this embodiment bycontinuing to monitor a User's expertise level (which is likely toincrease over time) and customizing the Web page to match the User'scurrent expertise level for the topics presented on the Web page.

In another embodiment of the invention, a method is disclosed for aclient application to customize information received from a server forpresentation to a User. In this embodiment, a User uses a clientapplication to select information from a server, wherein the informationhas at least a first topic. The client application may be, for example,a browser or a smart client and may reside on any type of client. Theserver transmits the information to the client application over acommunication network. The client application identifies a firstexpertise level of the User for the first topic. Finally, the clientapplication customizes the format of the information based on the firstexpertise level of the User for the first topic. In preferredembodiments, additional expertise level(s) of the User for additionaltopic(s) may be used in customizing the information.

In another embodiment of the invention, a method is disclosed forcustomizing a Web page based on a search term entered into a SearchEngine. In this embodiment, a User enters a search term into a SearchEngine. The Search Engine displays a plurality of links to a pluralityof Web sites to the User. The User selects a link to a Web site. TheSearch Engine transmits to the Web site the search term entered by theUser. A Rules Engine determines a search term expertise level of theUser based on the search term. The Web site may customize and display aWeb page to the User based on the search term expertise level of theUser. Further improvements may be made in customizing and transmittingthe Web page by also using expertise levels of the User for particulartopics previously found by the Web site.

In another embodiment of the invention, a method is disclosed forcustomizing a Web page based on a search term entered into a SearchEngine by a User. In this embodiment, a User enters a search term into aSearch Engine. The Search Engine displays a plurality of links to aplurality of Web sites to the User. The User selects a link to view aWeb page on a Web site. The Search Engine communicates the search termto the Web site. The Web site uses a Rules Engine to determine a searchterm expertise level of the User based on the search term. The Web siteoffers a product for sale to the User based on the search term expertiselevel of the User. Further improvements may be made by selecting theproduct to offer for sale to the User based on the expertise level ofthe User for various topics on the Web pages in the Web site.

In another embodiment of the invention, a method is disclosed forcustomizing a Web page based on a search term entered into a SearchEngine by a User. In this embodiment, a User enters a search term into aSearch Engine. The Search Engine displays a plurality of links to aplurality of Web sites to the User. The User selects a link to view aWeb page on a Web site having a topic. The Web site customizes the Webpage using the search term and displays the Web page to the User. TheWeb site identifies an expertise level of the User for the topic at asubsequent time. Finally, the Web site customizes the Web page using theexpertise level of the User for the topic at the subsequent time anddisplays the Web page to the User. Further improvements may be made tothis embodiment by continually monitoring the expertise level of theUser over time and designing and customizing the Web page based on thecurrent expertise level of the User for the topics on the Web page.

In another embodiment of the invention, a method is disclosed of usingan expertise level Rules Engine to customize a User interface of a Webpage. In this embodiment a Web site obtains User related data. The Website enters the User related data into a Rules Engine. The Rules Engineenters a first and a second expertise level for a first and a secondtopic, respectively, for the User into a Display Engine. The DisplayEngine creates a customized User interface using the first and thesecond expertise level. Finally, the Web site displays the customizedUser interface to the User. Further improvements may be made to thisembodiment by determining the different expert levels of the User forthe different topics on the Web pages of the Web site by examining theusage patterns of the User on the Web site.

In another embodiment of the invention, a method is disclosed of usingan expertise level Rules Engine to customize an e-mail to a User. Inthis embodiment a Web site obtains some User related data. The Web siteenters the User related data into a Rules Engine. The Rules Enginedetermines a first and a second expertise level, for a User, for a firstand a second topic, respectively. The Web site, through an email engine,creates an email using the first and the second expertise level of theUser. Finally, the Web site, through the email engine, transmits theemail to the User. Further improvements may be made to this embodimentby finding expertise levels of the User for the topics in the email andthen matching the content of the email to the expertise level of theUser to the topics in the email.

In another embodiment of the invention, a method is disclosed of usingan expertise level Rules Engine to customize the handling of supportinquiries to a support entity. The support inquires and support entitymay include as examples a service call to a call center, an email to aweb tech service board, or other requests for service that get routed toa customer service representative. In this embodiment a Web site obtainssome User related data. The Web site enters the User related data into aRules Engine. The Rules Engine determines an expertise level for theUser. A support entity is contacted by the User. Finally, the supportentity routes the User to one technical support person out of aplurality of technical support persons based on the determined expertiselevel of the User. This method increases the efficiency of the supportentity by immediately matching advanced Users with more experiencetechnical support persons that are more likely to be able to solve themore advanced issues of advanced Users.

In another embodiment of the invention, a method is disclosed for usingan expertise level Rules Engine to customize the handling of supportinquiries to a support entity. For example, the support inquiry may be aservice call and the support entity may be a service call center. Inthis embodiment, a Web site obtains some User related data. The Web siteenters the User related data into a Rules Engine. The Rules Enginedetermines a first and a second expertise level for the User for a firstand a second topic, respectively. A call center receives a call from theUser. The call center determines whether the call is related to thefirst topic or the second topic. Finally, the call center routes thecall from the User to a technical support person out of a plurality oftechnical support persons based on the expertise level of the User forthe first or the second topic related to the call. Further improvementsmay be made by determining an expertise level of the User for as manytopics as possible on the Web site so that an expertise level of theUser for the topic of the service call may be immediately determined.

Additional advantages and aspects of the present invention will becomeapparent in the following detailed description and claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram illustrating the flow of information through aprocess for customizing a Web page based on a User's expertise level;

FIG. 2 is a block diagram illustrating the flow of information through aprocess for customizing an email based on a User's expertise level;

FIG. 3 is a block diagram illustrating the flow of information through aprocess for routing calls in a customer service call center based on aUser's expertise level;

FIG. 4 is a flowchart illustrating a method for customizing andtransmitting information based on a User's expertise level between aserver and a client application;

FIG. 5 is a flowchart illustrating a method for customizing andtransmitting a Web page based on the expertise levels of a User;

FIG. 6 is a flowchart illustrating a method for selecting a product tooffer a User, i.e. Customer, based on the expertise level of a User;

FIG. 7 is a flowchart illustrating a method for monitoring the expertiselevel of a User over time and customizing and transmitting a Web pagebased on the current expertise level of the User;

FIG. 8 is a flowchart illustrating a method for a client application toreceive information from a server and the customize and present theinformation to a User;

FIG. 9 is a flowchart illustrating a method for customizing andtransmitting a Web page based on a search term entered by a User into asearch engine;

FIG. 10 is a flowchart illustrating a method for selecting a product tooffer for sale to a User based on a search term entered by a User into asearch engine;

FIG. 11 is a flowchart illustrating a method for monitoring theexpertise level of a User over time based on search terms entered into asearch engine and customizing and transmitting a Web page based on thecurrent expertise level of the User;

FIG. 12 is a flowchart illustrating a method for customizing andtransmitting a User interface for a Web page, based on results from aRules Engine;

FIG. 13 is a flowchart illustrating a method for customizing andtransmitting an email to a User based on the expertise level of the Useras determined by a Rules Engine;

FIG. 14 is a flowchart illustrating a method for routing a call througha call center based on the expertise level of the User (caller); and

FIG. 15 is a flowchart illustrating a method for monitoring theexpertise level of a User over time and routing the User's call througha call center based on the current expertise level of the User (caller).

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

The present invention will now be discussed in detail with regard to theattached drawing figures which were briefly described above. In thefollowing description, numerous specific details are set forthillustrating Applicants' best mode for practicing the invention and forenabling one of ordinary skill in the art to make and use the invention.It will be obvious, however, to one skilled in the art that the presentinvention may be practiced without many of these specific details. Inother instances, well-known machines and process steps have not beendescribed in particular detail in order to avoid unnecessarily obscuringthe present invention. Unless otherwise indicated, like parts andprocesses are referred to with like reference numerals.

With reference to FIG. 1, the flow of information through processes fordesigning, customizing and transmitting a Web page, and its associatedUser interface, is illustrated. One or more User related data may beused as inputs into a Rules Engine 107. The User related data mayinclude, but is not limited to, search terms entered by the User into asearch engine 100, past products purchased by the User 101, the path theUser used to navigate through the Web site 102, the number of visits tothe Web site 103, the length of time since the last visit 104 (usagepatterns), demographics of the User 105 and/or a self declared expertiselevel of the User 106. The User related data may be gathered from thecurrent visit to the Web site, previous visits to the Web site or fromother Web sites that have accessible data regarding the User.

The topics on most Web pages tend to be related, but may be differentenough that a User may be familiar with some of the topics whileunfamiliar with other topics. For example, on a Web page operated by anInternet domain name registrar that offers various Internet services,one topic may be related to registering domain names, a second topic maydeal with hosting accounts, while yet a third topic discussesinformation regarding email accounts, all on the same Web page. A Usermay easily have different levels of expertise for each of the topics ona single Web page. The number and combination of topics on a Web pageare only limited by the imagination and desire of the Web site operator.

A Web site, or a Rules Engine 107 within a Web site, may perform thefunction of determining an expertise level for the User for one or moretopics on the Web page based on the clues provided in the User relateddata. The Rules Engine 107 may accept the User related data, score theUser related data for a particular topic and assign the score to theUser's expertise level for that topic. The Rules Engine 107 may indicatea higher expertise level for a User if the User used a very technical orsophisticated method of describing the topic, while indicating a lowerexpertise level of the User if the User used very generic or basiclanguage as the search term. In certain embodiments, the Rules Engine107 may also reside on a server not associated with a Web site or on aclient as part of a client application.

Product previously purchases 101 by the User may provide very powerfulclues as to the expertise level of the User to the Rules Engine 107. Themore products purchased, the more likely the User is familiar with theproducts purchased. The path taken through a Web site may also be usedto provide useful information to a Rules Engine 107. If the Userselected short-cuts or a direct path (for example without viewing theFAQs), the Rules Engine 107 may determine the User has a higher level ofexpertise level than Users who meander through the Web site as if theyare first time visitors to the Web site. The usage pattern of the Website by the User (number 103 and length of previous visits 104) may alsoprovide valuable information to the Rules Engine 107. The more often theUser has visited the Web site, the higher the assigned expertise leveland the lower the need to provide basic information to the User.Demographics 105 of the User may also be used by the Rules Engine 107 todetermine an expertise level of the User regarding different topics. Ofcourse, one of ordinary skill in the art will recognize that other Userrelated data and methods of analyzing User related data may be used fordetermining an expertise level of a User.

In a preferred embodiment, the User may be given a chance to selfdeclare their expertise level 106. This would allow, for example, anotherwise perceived advanced expertise level User to receive refresherinformation if so desired or allow an otherwise perceived beginnerexpertise level User to see highly detailed information that might haveotherwise been assumed too advanced for the User's level ofunderstanding. The User's self declared expertise level 106 may be usedto override all other User related data by the Rules Engine 107 and theRules Engine 107 may assign the self declared expertise level to theexpertise level of the User.

The User related data used by the Rules Engine 107 is not limited tojust the items previously listed and not all of the items listed need tobe used in every embodiment of the invention. Depending on the purposeof the Web site, other types of User related data may also be used bythe Rules Engine 107 to determine an expertise level of the User for oneor more topics presented by the Web page.

The Rules Engine 107 may also receive data regarding the topics on a Webpage 109. It should be noted that Web sites typically have a pluralityof Web pages and more than one Web page may be processed at a time bythe Rules Engine 107. The Rules Engine 107 may determine an expertiselevel of the User for one or more topics on the Web page. In preferredembodiments, an expertise level is found for as many of the topics onthe Web page as possible. This permits the greatest possiblecustomization of the Web page for a User. For example, if 10 discreettopics are illustrated on a Web page, it is preferred that 10 expertiselevels are found for the User, one for each topic. Due to the particularnature of some topics, it may be desirable to present some topicsidentically to all Users irregardless of their expertise level for thetopic. In this case, the expertise level for that topic may bedisregarded.

It may not always be possible to determine an expertise level for allthe topics in a Web page for a User as relevant User related data maynot be available or too difficult to obtain for one or more topics. Insuch a case a default expertise level may be assigned to the User forthose topics. It is preferred to assign the most common expertise levelof Users as a default, but other default expertise levels may also beused where an expertise level of a User for a particular topic cannot bedetermined by the Rules Engine 107.

The expertise levels for each topic 108 on the Web page may be expressedon any desired scale. As one non-limiting example, the Rules Engine 107may assign a User a “novice”, “intermediate” or “advanced” expertiselevel for one or more topics on a Web page. While three discreetexpertise levels are illustrated in this example, in practice, anynumber of expertise levels may be used. As another example, an expertiselevel for a given topic may be expressed on a scale from one to 100. Thescale of the expertise levels may also be changed from topic to topic,even on the same Web page. For example, one topic on a Web page may usea scale with two expertise levels, e.g. beginner, expert, while anothertopic on the same Web page may be expressed with ten expertise levels.

While the expertise level 108 of a User will commonly refer to thetechnical level or depth of understanding of the User for a given topic,the term is not so limited. In some applications, it may be desirablefor the expertise level 108 of the User to refer to a “User's type”. Forexample, an expertise level 108 for a User may classify a User'sexpertise level as a “personal account”, “home business”, “smallbusiness” or “corporate account”. As another example the expertise levelmay be scaled as “tech savvy”, “tech comfortable” or “beginner”. Anexpertise level having a User's type may be very useful in deciding howto design and customize a Web page for the User.

In preferred embodiments, the scale of the expertise level 108 isselected so as to provide the best possible input into a Display Engine110. The Display Engine 110 accepts one or more expertise level(s) for aUser and customizes a selected Web page for the User based on the User'sexpertise level(s). The Display Engine 110 may start with a generallayout or template of the Web page and customizes the Web page based onthe User's expertise levels for one or more topic(s) on the Web page. Itis also possible for the Web page to be designed where topics ofinterest for the User are positioned in a prominent location. Forexample, if a User has a high expertise level in a given topic,signifying an interest in that topic, information regarding that topicmay be placed at the top of the information presented to the User. Inother embodiments of the invention, the expertise level of a User for aparticular topic or topics can be used to direct the User through aparticular path on a Web site. For example, links or other methods fortraversing a Web site may be prominently displayed that direct the Userto content appropriate for their expertise level. A Web site may evenautomatically take a User to a Web page appropriate for their level. Forexample, a User having a low expertise level may be taken to anintroductory Web page while an advanced User may be taken to a Web pagediscussing the latest upgrades to the Web site's products or services.

The customization of a Web page will may alter the User interface forthe Web page which may include one or more of the following: copy(text), graphics, images, layout, order of items and/or products offeredor highlighted 111 on the Web page. This is a non-limiting list andanything used by a Web page may be customized by the Display Engine 110based on the expertise level 108 of the User. In preferred embodiments,the higher or more advanced the expertise level of the User for a topic,the smaller and more detailed the text and the smaller and fewer thegraphics and images for the topic.

Users with a higher expertise level may receive advanced topicsexplained in highly technical language without the presentation of basicconcepts or introductory material. On the other hand, Users with a lowerexpertise level for a topic may be offered very basic information on thetopic written in a larger font accompanied by larger images or graphicsand written at an introductory level. In addition, lower level expertiselevel Users may receive prominent links to a frequently asked questions(FAQs) section or links to other sources of beginner's information.

Once the Display Engine has designed and customized a Web page based onthe expertise level(s) of the User for the topic(s) on the Web page, theDisplay Engine may assist in the process of transmitting the Web page,typically written in HTML, over the Internet to the User's browser sothe User may view the Web page on the User's computer.

With reference to FIG. 4, a method is disclosed for a client applicationto receive customized information from a server. In this embodiment, aUser uses a client having a client application to select informationfrom a server, wherein the information has at least a first topic. (Step400) The server identifies a first expertise level of the User for thefirst topic. (Step 401) The server customizes the format of theinformation based on the first expertise level of the User for the firsttopic. (Step 402) Finally, the server transmits the customizedinformation to the client. (Step 403) The server and the clientapplication may communicate with each other over any communicationnetwork, such as, but not limited to, wireless telephone networks, theInternet or a combination of communication networks. The transmittedinformation may include more than a first topic and an expertise levelfor the additional topic(s) may also be found and used to customize theinformation transmitted to the client application. While the informationmay comprise a Web page, other formats or protocols of information mayalso be transmitted from the server to the client application. Theserver may be any device that stores information and allows access tothe information via a communication network. A client may be a computer,telephone or other device that receives information from a server. Theclient application resides on the client and may be a browser, a smartclient or any other application for presenting the information to theUser.

With reference to FIG. 5, a method is disclosed for customizing a Webpage in a Web site based on a User's expertise level. In thisembodiment, a User selects to view a Web page, on a Web site, having afirst topic and a second topic. (Step 500) The Web site identifies afirst expertise level of the User for the first topic and, preferably,also for the second topic. (Step 502) The Web site designs andcustomizes the Web page using the first expertise level of the User forthe first topic, and, preferably, also for the expertise level of theUser for the second topic. (Step 503) The Web site may then display thecustomized Web page to the User. (Step 504) In preferred embodiments,additional topics and expertise levels of the User for those topics maybe found and used during the customization process of the Web page forthe User.

With reference to FIG. 6, a method is disclosed for customizing a Webpage in a Web site based on a User's expertise level. In thisembodiment, a User selects to view a Web page, in a Web site, having afirst topic and a second topic. (Step 600) The Web site identifies anexpertise level of the User for the first and second topic. (Step 601)Finally, the Web site selects a product to display for the User topurchase based on the expertise level of the User for the first andsecond topic. (Step 602) While this embodiment may be accomplishedanalyzing only a single topic, the more topics analyzed may improve theselection of the product to offer the User. For products or servicesthat are typically repeatedly purchased by a User, past purchasingbehavior of a User may be an excellent indicator of the products thatshould be highlighted or offered for sale to the User.

With reference to FIG. 7, a method is disclosed for customizing a Webpage based on a User's dynamic expertise level. In this embodiment, aUser selects to view a Web page, on a Web site, having a topic. (Step700) The Web site identifies an expertise level of the User for thetopic at a first time. (Step 701) The Web site customizes and displaysthe Web page to the User based on the expertise level of the User forthe topic at the first time. (Step 702) The User selects to view the Webpage at a subsequent time. (Step 703) The Web site identifies asubsequent expertise level of the User for the topic at the second time.(Step 704) The Web site customizes and displays the Web page to the Userbased on the subsequent expertise level. (Step 705) In preferredembodiments, the User's expertise level is monitored over time (theUser's expertise level for a topic is likely, but not necessarily, goingto increase over time) and used to customize the Web page to match theUser's current expertise level for the topics presented on the Web page.

With reference to FIG. 8, a method is disclosed for a client applicationto customize information received from a server for presentation to aUser. In this embodiment, a User uses a client application to selectinformation from a server, wherein the information has at least a firsttopic. (Step 800) The client application may be, for example, a browseror a smart client and may reside on a client having the resources tosupport the client application. The server transmits the information tothe client application over a communication network or a combination ofinterconnected communication networks. (Step 801) The client applicationidentifies a first expertise level of the User for the first topic.(Step 802) The client application customizes the format of theinformation based on the first expertise level of the User for the firsttopic. (Step 803) Finally, the client application displays thecustomized information to the User. (Step 804) In preferred embodiments,additional expertise level(s) of the User for additional topic(s) may beused in customizing the information. Other improvements may be made bystoring User related data on the client for easy access by the clientapplication.

With reference to FIG. 9, a method is disclosed for customizing a Webpage based on a search term entered into a Search Engine. In thisembodiment, a User enters a search term into a Search Engine. (Step 900)The Search Engine displays a plurality of links to a plurality of Websites to the User. (Step 901) The User selects a link to a Web site.(Step 902) The Search Engine transmits to the Web site the search termentered by the User. (Step 903) A Rules Engine 107 determines a searchterm expertise level of the User based on the search term. (Step 904)The Web site may customize and transmit a Web page to the User based onthe search term expertise level of the User. In preferred embodiments,the Web page is customized by also finding and using expertise levels ofthe User for one or more topics previously found by the Web site.

With reference to FIG. 10, a method is disclosed for customizing a Webpage based on a search term entered into a Search Engine by a User. Inthis embodiment, a User enters a search term into a Search Engine. (Step1000) The Search Engine displays a plurality of links to a plurality ofWeb sites to the User. (Step 1001) The User selects a link to view a Webpage on a Web site. (Step 1002) The Search Engine communicates thesearch term to the Web site. (Step 1003) The Web site uses a RulesEngine 107 to determine a search term expertise level of the User basedon the search term used by the User. (Step 1004) The Rules Engine 107may, for example, analyze the subject matter or technical level of thesearch term in determining the search term expertise. The Web site,preferably through a Display Engine, offers a product for sale to theUser based on the search term expertise level of the User. (Step 1005)In a preferred embodiment, the product offered for sale to the User isalso based on the expertise level of the User for various topics on theWeb pages in the Web site.

With reference to FIG. 11, a method is disclosed for customizing a Webpage based on a search term entered into a Search Engine by a User. Inthis embodiment, a User enters a search term into a Search Engine. (Step1100) The Search Engine displaying a plurality of links to a pluralityof Web sites to the User. (Step 1101) The User selects a link to view aWeb page, on a Web site, having a topic. (Step 1102) The Web sitecustomizes the Web page using the search term and displays the Web pageto the User. (Step 1103) The Web site identifies an expertise level ofthe User for the topic at a subsequent time. (Step 1104) Finally, theWeb site customizes the Web page using the expertise level of the Userfor the topic at the subsequent time and displays the Web page to theUser. (Step 1105) In a preferred embodiment the expertise level of theUser is monitored over time and the design and customization of the Webpage is based on the expertise level of the User for the topics at thetime the Web page is selected.

With reference to FIG. 12, a method is disclosed of using an expertiselevel Rules Engine 107 to customize a User interface of a Web page. Inthis embodiment a Web site obtains User related data. (Step 1200) TheWeb site enters the User related data into a Rules Engine 107. (Step1201) The Rules Engine 107 enters a first and a second expertise levelfor a first and a second topic, respectively, for the User into aDisplay Engine. (Step 1202) The Display Engine creates a customized Userinterface using the first and the second expertise level. (Step 1203)Finally, the Web site displays the customized User interface to theUser. (Step 1204) In a preferred embodiment, the usage patterns of theUser on the Web site are analyzed to determine different expertiselevels of the User for the different topics on the Web pages.

With reference to FIGS. 2 and 13, a method is disclosed of using anexpertise level Rules Engine 107 to customize an e-mail to a User. Inthis embodiment a Web site obtains some User related data. (Step 1300)The Web site enters the User related data into a Rules Engine 107. (Step1301) The Rules Engine 107 determines a first and a second expertiselevel, for a User, for a first and a second topic, respectively. (Step1302) An Email Engine 200 creates an email using the first and thesecond expertise level of the User. (Step 1303) The Email Engine 200customizes the copy/text, graphics, images, layout, template and offeredproducts 201 in the email. Finally, the Web site transmits the email tothe User. (Step 1304) In a preferred embodiment, the expertise level ofthe User may be determined for the topics in the email and then thecontents of the email may be matched to the expertise level of the Userto the topics in the email.

With reference to FIGS. 3 and 14, a method is disclosed of using anexpertise level Rules Engine 107 to customize the handling of a supportinquiry to a support entity. In this embodiment a Web site obtains someUser related data. (Step 1400) The Web site enters the User related datainto a Rules Engine 107. (Step 1401) The Rules Engine 107 determines anexpertise level for the User. (Step 1402) A support entity receives asupport inquiry from the User. (Step 1403) Using a Call Center Engine300, the support entity routes the support inquiry from the User to onetechnical support person out of a plurality of technical support personsbased on the determined expertise level of the User. (Step 1404) Thismethod increases the efficiency of the support entity by immediatelymatching advanced Users with more experience technical support personsthat are more likely to be able to solve the issues of an advanced User.The support entity may be, for example, a call center or a web board.The support inquiry may be, for example, a service call to a call centeror an electronic message to a web board.

With reference to FIG. 15, a method is disclosed for using an expertiselevel Rules Engine 107 to customize the handling of service calls to acall center. In this embodiment, a Web site obtains some User relateddata. (Step 1500) The Web site enters the User related data into a RulesEngine 107. (Step 1501) The Rules Engine 107 determines a plurality ofexpertise levels for the User for a plurality of topics. (Step 1502) Acall center receives a call from the User. (Step 1503) A Call CenterEngine 300 determines whether the call is related to one of theplurality of topics. (Step 1504) Finally, the call center routes thecall from the User to one technical support person out of a plurality oftechnical support persons based on the expertise level of the User forthe topic of the service call. (Step 1505) In a preferred embodiment, anexpertise level of the User is determined for as many topics as possibleon the Web site so that an expertise level of the User for the topic ofthe service call is more likely to be known.

In view of the foregoing, it will be understood by those skilled in theart that the methods of the present invention can facilitate thepresentation of information at an appropriate level to a User. Theinformation may be presented to the User on a Web page, an email or viaa support entity. The above-described embodiments have been provided byway of example, and the present invention is not limited to theseexamples. In order to provide a context for the invention, Web sites,Web pages and the Internet where used in many of the examples todescribe particular aspects of the invention. However, many of theconcepts presented are not limited to Web sites, Web pages and theInternet and may also be accomplished using servers, client applicationsand communication networks in general. Multiple variations andmodification to the disclosed embodiments will occur, to the extent notmutually exclusive, to those skilled in the art upon consideration ofthe foregoing description. Such variations and modifications, however,fall well within the scope of the present invention as set forth in thefollowing claims.

1. A method for a client application to receive customized informationfrom a server, comprising the steps of: a) a User using a clientapplication to select information from a server, wherein the informationhas at least a first topic; b) the server identifying a first expertiselevel of the User for the first topic; c) the server customizing theformat of the information based on the first expertise level of the Userfor the first topic; and d) the server transmitting the customizedinformation to the client application.
 2. The method of claim 1, whereinthe expertise level of the User for the first topic is self declared bythe User.
 3. The method of claim 1, wherein the expertise level of theUser for the first topic is based on one or more past purchases of theUser.
 4. The method of claim 1, wherein the client and the servercommunicate with each other over the Internet.
 5. The method of claim 1,wherein the customizing includes customizing the technical level of thewritten content on the information for the User.
 6. The method of claim1, wherein the customizing includes customizing a User interface on theclient application for the User.
 7. The method of claim 1, furthercomprising the step of: e) the server identifying a second expertiselevel of the User for a second topic of the information, and whereinduring step c), the format for the information is customized based onthe first and the second expertise levels of the User for the first andthe second topics.
 8. The method of claim 7, wherein the expertise levelof the User for at least one of the first and the second topics is selfdeclared by the User.
 9. The method of claim 7, wherein the expertiselevel of the User for at least one of the first and the second topic isbased on one or more purchases made by the User.
 10. The method of claim7, wherein the expertise level of the User for at least one of the firstand the second topic is based on a path of the User through the server.11. The method of claim 7, wherein the customization of the format ofthe information includes customizing the technical level of the writtencontent on the client application for the User.
 12. The method of claim7, wherein the customization of the format of the information includescustomizing a User interface on the client application for the User. 13.A method for customizing a Web page in a Web site based on a User'sexpertise level, comprising the steps of: a) a User selecting to view aWeb page, on a Web site, having a first topic and a second topic; b) theWeb site identifying a first expertise level of the User for the firsttopic; c) the Web site designing and customizing the Web page using thefirst expertise level of the User for the first topic; and d) the Website transmitting the Web page to the User.
 14. The method of claim 13,wherein the expertise level of the User for the first topic is selfdeclared by the User.
 15. The method of claim 13, wherein the expertiselevel of the User for the first topic is based on one or more pastpurchases of the User.
 16. The method of claim 13, wherein the expertiselevel of the User for the first topic is based on a path of the Userthrough the Web site.
 17. The method of claim 13, wherein the Web pagecustomization includes customizing the technical level of the writtencontent on the Web page for the User.
 18. The method of claim 13,wherein the Web page customization includes customizing a User interfaceon the Web page for the User.
 19. The method of claim 13, furthercomprising the step of: e) the Web site identifying a second expertiselevel of the User for the second topic, and wherein during step c), theWeb page is designed and customized using the first and the secondexpertise levels of the User for the first and the second topics. 20.The method of claim 19, wherein the expertise level of the User for atleast one of the first and the second topics is self declared by theUser.
 21. The method of claim 19, wherein the expertise level of theUser for at least one of the first and the second topic is based on oneor more past purchases of the User.
 22. The method of claim 19, whereinthe expertise level of the User for at least one of the first and thesecond topic is based on a path of the User through the Web site. 23.The method of claim 19, wherein the Web page customization includescustomizing the technical level of the written content on the Web pagefor the User.
 24. The method of claim 19, wherein the Web pagecustomization includes customizing a User interface on the Web page forthe User.
 25. A method for customizing a Web page in a Web site based ona User's expertise level, comprising the steps of: a) a User selectingto view a Web page, in a Web site, having a first topic and a secondtopic; b) the Web site identifying an expertise level of the User forthe first topic; and c) the Web site selecting a product to display forthe User to purchase based on the expertise level of the User for thefirst topic.
 26. The method of claim 25, further comprising the step of:d) the Web site identifying an expertise level of the User for thesecond topic, and wherein during step c), the selecting the product todisplay for the User is based on the expertise level of the User for thefirst and the second topics.
 27. The method of claim 25, wherein theexpertise level of the User for the first topic is self declared by theUser.
 28. The method of claim 26, wherein the expertise level of theUser for the first and the second topics is self declared by the User.29. The method of claim 25, wherein the expertise level of the User forthe first topic is based on one or more past purchases of the User. 30.The method of claim 25, wherein the expertise level of the User for thefirst topic is based on a path of the User through the Web site.
 31. Amethod for customizing a Web site based on a User's dynamic expertiselevel, comprising the steps of: a) a User selecting to view a Web page,on a Web site, having a topic; b) the Web site identifying an expertiselevel of the User for the topic at a first time; c) the Web sitecustomizing and transmitting the Web page to the User based on theexpertise level of the User for the topic at the first time; d) the Userselecting to view the Web page for a second time; e) the Web siteidentifying a subsequent expertise level of the User for the topic at asecond time; and f) the Web site customizing and transmitting the Webpage to the User based on the subsequent expertise level.
 32. The methodof claim 31, wherein the expertise level of the User for the topic atthe first time is self declared by the User.
 33. The method of claim 31,wherein the subsequent expertise level of the User for the topic at thesecond time is self declared by the User.
 34. The method of claim 31,wherein the subsequent expertise level of the User for the topic at thesecond time is based on at least one purchase made by the User.
 35. Themethod of claim 31, wherein the subsequent expertise level of the Userfor the topic at the second time is based on a path of the User throughthe Web site.
 36. The method of claim 31, wherein the Web pagecustomization in steps c) and f) includes customizing the technicallevel of the written content on the Web page.
 37. The method of claim31, wherein the Web page customization in steps c) and f) includescustomizing a User interface on the Web page.
 38. A method for a clientapplication to receive information from a server, comprising the stepsof: a) a User using a client application residing on a client to selectinformation from a server, wherein the information has at least a firsttopic; b) the server transmitting the information to the clientapplication; c) the client application identifying a first expertiselevel of the User for the first topic; d) the client applicationcustomizing the format of the information based on the first expertiselevel of the User for the first topic; and e) the client applicationdisplaying the customized information to the User.
 39. The method ofclaim 38, wherein the expertise level of the User for the first topic isself declared by the User.
 40. The method of claim 38, wherein theexpertise level of the User for the first topic is based on one or morepast purchases of the User.
 41. The method of claim 38, wherein theclient and the server communicate with each other over the Internet. 42.The method of claim 38, wherein the customizing includes customizing thetechnical level of the written content of the information for the User.43. The method of claim 38, wherein the customizing includes customizinga User interface on the client application for the User.
 44. The methodof claim 38, further comprising the step of: f) the client applicationidentifying a second expertise level of the User for a second topic ofthe information, and wherein the information is customized based on thefirst and the second expertise levels of the User for the first and thesecond topics.
 45. The method of claim 44, wherein the expertise levelof the User for at least one of the first and the second topics is selfdeclared by the User.
 45. The method of claim 43, wherein the expertiselevel of the User for at least one of the first and the second topic isbased on one or more purchases made by the User.
 46. The method of claim43, wherein the client application includes a data base having Userrelated data.
 47. The method of claim 43, wherein the customization ofthe format of the information includes customizing the technical levelof the written content on the client application for the User.
 48. Themethod of claim 43, wherein the customization of the format of theinformation includes customizing a User interface on the clientapplication for the User.